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Informácie a emócie v kontexte mediálnej,
osobitne reklamnej komunikácie
Information and emotions in the context of media,
especially advertising communication
Eva Vopálenská
Abstract: Contemporary advertising characterised by new
trends and processes can be sometimes counterproductive mainly
if it does not respect the intellectual level of the recipient, his ever
raising limit of perception. In fact, advertising does not directly
sell, but creates preconditions for operation of specific processes
– attracting the recipient’s attention to a specific product. The implication
of this fact is that the dominant goal of advertising is to
reach recipient’s persuasive effect i.e. activation and setting that
is identical to the message. That is why the advertising pressure
has to be governed by certain principles, in particular principles
of ethics, law, social rules but also principles of proper language
use. It should be noted that modern advertising needs this persuasion
in order to break down indifference or even massive and active
resistance in marketing communication also by content and
by form.
Key words: advertising, imagination, abstraction, analysis,
interpretation, functionality, phonic effect, unique selling proposition,
creativity, automatism of language, activation, product
Abstrakt: Súčasná reklama sa síce uberá cestou ozvláštňujúcich
postupov a schém, prináša však aj komunikačne neefektívne
posolstvá - informácia sama o sebe sa nemusí dostať vôbec
– vzhľadom na celkovú mediálnu komunikačnú situáciu a podmienky,
v ktorých komunikácia prebieha – cez rôznorodé a čoraz
väčšmi sa dvíhajúce recepčné prahy. Reklama totiž priamo
nepredáva, ale vytvára predpoklady pre fungovanie špecifických
procesov – vyvolanie záujmu recipienta o konkrétny produkt.
Marketingová komunikácia a médiá 10 E. Vopálenská: Informácie a emócie v kontexte mediálnej, osobitne reklamnej komunikácie 123